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BW Businessworld

A Better Tomorrow

Tata Salt’s initiative Maulichi Savali seeks to connect with consumers by getting the devotees of the annual Pandharpur Yatra in Maharashtra to plant trees along the yatra route

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Ever since the most digital Kumbh, brands have found new ways to connect with consumers through religious events. With climate change being one of the biggest concerns globally, Tata Salt launched a campaign to get more seeds planted during the religious Pandharpur Yatra in Maharashtra. Leveraging the annual religious journey of 1.5 million devotees towards Pandharpur, the brand got the Yatris to sow the seeds of positive change. Tata Salt engaged the Yatris in the cause of Mother Nature as they planted saplings for a greener progressive tomorrow while marching.

As the climate clock ticks away, the temperature has increased significantly at a rate of +0.02 degree Celsius per year.  As per Maharashtra government statistics, forests are reducing every year across Pune, Satara and Solapur along the Pandharpur Yatra route making it a perfect platform for Tata’s initiative, Maulichi  Savali – Mother Nature’s Compassion and Care.

Tata Salt took the step to address this issue by planting 10,000 trees along the 250 km stretch of the Pandharpur Yatra route. This will, in future, make the Pandharpur Yatra route greener and soothing for devotees who brave all-weather conditions to complete their 700-year-old traditional pilgrimage by foot.

On an average, the Warkaris walk about 40-50 km every day and most of them are aged people coming from remote areas of Maharashtra and Karnataka. Warkaris and villagers planted the saplings along with the sarpanch of the villages, where they halted during their journey. These trees included  oak, gulmohar, badam, neem, rantaka and bagul, which grow faster and are not consumed by animals. Tata Salt will supply water to these saplings at regular intervals till they are self-sustaining. They have also connected with the sarpanch of the village to ensure these trees in their village are protected and taken care of so that they don’t wither off.

Speaking on the initiative, Sagar Boke, Head – Marketing, Consumer Product Business, Tata Chemicals said, “Sustainability is central to the core values we adhere to in the Tata group. As a brand we also believe in not just passive communication, but actively making a difference to the health and welfare of the country. This initiative is our small step towards contributing to the environment and to provide shade to the pilgrims who undertake this long, physically challenging journey. We thank all the participants and volunteers who have taken part enthusiastically in this event and made this a success.”

In addition to providing shade to thousands of devotees, Tata Salt is also supporting the villagers by offering certain amount of salt every month for their daily usage. Also, to keep the devotees hydrated throughout their journey, Tata Salt served them energy shots in biodegradable cups. This initiative which began on the 7th July, will continue till 17nd July for a period of ten days in Indapur, Akluj, Borgaon, Wakhari, Velepur, Malshiras, Lonand, Taradgaon, Nimgaon Ketki and across Pune and Solapur.  


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